What is Content Marketing?
Content marketing is a long-term customer acquisition strategy that involves the creation and distribution of engaging, relevant, and valuable content to your target audience. This process drives traffic to your brand, nurtures lead generation, and helps you build a reputation as an authority in your industry.
Content marketing includes well-written blog articles that serve to attract customers to your website and educate them on topics relevant to your field. We create these articles in an effort to help your website rank higher for chosen keywords on search engine results pages.
By purchasing SEO fulfillment in addition to content, you can receive optimizations that further enhance the results of these content pieces.
What Makes a Content Piece Optimized?
There are several aspects of a published piece of content that suggest that it is optimized for SEO. Below are a few important things to note. Please note, this is a general guide, there are many things that can be done that will not be mentioned here. You can refer to topics regarding our SEO fulfillment service for more information on this matter.
Ideally, you want the content piece to have heading tags applied to titles. One H1 should suffice for the main blog title followed by H2s for every paragraph's title. H3s are usually not used but can be applied if necessary.
Optimized Meta Tags
Make sure you have both a meta title and meta description. Both should be captivating to attract traffic and have some form of consistency with other meta tags throughout the site. Proper character lengths should also be taken into account.
Images with Alt Text
Images with alt text will help search engines index the images on the blog. They also provide nice breaks in the content to help readers remain engaged. In the backend, alt texts applied to the images are what helps search engines know what exists in the image. Appropriate alt texts describing the image should be applied to help with search engine crawls, screen readers for the visually impaired, and, if done correctly, can help rank a keyword on the blog itself.
Things to Consider Before You Buy
A Website with a Content Management System
A content management system (CMS) is software that allows users to easily add or modify content on your website. Your website will require a CMS for employees to post content to your website. Popular CMS software that we see from clients includes WordPress, Wix, or Squarespace.
Websites without a CMS are less user-friendly and require more intimate developer knowledge regarding your website. For this reason, our employees are not responsible for posting content on a website without a CMS.
You may still order content marketing from our company without a CMS. You will need your website developer to assist you with posting your content and assigning the appropriate meta tags and descriptions. An employee can assist with general questions regarding formatting and best SEO practices for your content.
A Website with a Blog
Many website builders have a CMS that we can work with, but the client’s website may still lack a blog. Adding a blog section to your website is simple, and the process will vary depending on the platform you are using.
Interview Your Client About Topics Relevant to Their Industry
During the onboarding process, we will request a list of topics relevant to your industry that you would like our team to write about. Our team can generate initial topics, but a topic list generated by your client will allow us to deliver content suited to your client’s tastes immediately.
Access to Website Backend
To post approved content articles to your client’s website, we will require login credentials to access the website editor. Verify that your client can share access, or understand that you or the client will be responsible for posting approved content.
Selecting the Right Plan
Our team currently offers four (4) different content marketing subscription plans.
Our Basic plan includes one (1) blog article per month that contains 500 words. This content is SEO optimized, includes a Grammarly audit, one (1) licensed image, and is posted directly to your website. This plan is ideal for clients that would like brief articles and regular website updates.
The Plus plan includes two (2) blog articles per month that are 500 words each. This includes the additional features from the Basic plan. This plan provides an opportunity for more in-depth content and better SEO results and keyword rankings.
The Premium plan includes three (3) blog articles per month that are 500 words each. This includes the additional features from all other plans. The greater article-length allows for richer topic discussion and more opportunities to enhance your SEO strategy.
The Platinum plan includes four (4) blog articles per month that are 500 words each. This includes the additional features from all other plans. The greater article-length allows for richer topic discussion and more opportunities to enhance your SEO strategy.
Placing Your Order
To select your content plan and place your order, navigate to our Fulfillment store page by clicking on the app drawer in the top-right corner. Then, click on Fulfillment Store at the very bottom.
All of our products and services can be found in the left-side column. Click on Content to select a monthly subscription plan. Then, click Buy.
A menu will appear prompting you to select a business to receive this content marketing subscription. You can either use the dropdown to select an existing business or click the purple + button to add a new one.
Then, click Add to Cart. You will notice that the cart icon in the top-right corner of your dashboard will update with the number of items added. When you're ready, click Check Out.
This basic page will display your cart total first and foremost at the top of the page. If you wish to add anything else to your order, you can follow the Back to Shopping link. You can also adjust your existing cart such as changing the quantity or deleting an item by clicking the red X.
If you're ready to proceed, click Continue.
Selecting Payment and Placing Your Order
You will have one final opportunity to review your order while being asked to enter your payment details. You can select an existing payment method you have on file with the dropdown menu or click Add New Card to enter a new one.
After entering your payment information, click Place Your Order to finalize.
After your successful checkout, you and your client will need to fill out onboarding documentation. This will include a ‘General’ document as well as a ‘Content Marketing’ document.
Purchasing a subscription for a client will prompt our system to send an automated email on your behalf prompting them to access the sub-account for their business. After gaining access to their new sub-account, they will be able to find and complete the onboarding for the content marketing service.
The General document will ask for:
The Best Email for Notifications
The ‘Content Marketing’ document will ask for:
Website and Login Credentials (this is the website where content will be posted monthly)
Type of Content (Type of content requested, article topics by priority)
Reference Websites You Like
NOTE - It is possible to submit your Content Marketing onboarding without the information you are unsure of. However, we cannot begin writing content immediately without topics. If your client does not have a website to post to, we will still provide your content via Slack for you to use as you wish.
Selecting the Right Topics
Many clients are unfamiliar with content marketing and may be inclined to leave the onboarding blank. To better help us provide content to your satisfaction, consider the following when prompted for topics:
What are commonly asked questions from your customers?
What kind of information is relatively unknown to your customers or commonly misreported?
What is the latest industry news that might appeal to your audience?
What industry topics are you passionate about that you’d like to share?
What content will differentiate you from competitors? What do they fail to share with their customers?
Providing answers to these questions will provide our content writers with a better idea of what best speaks to your brand. We then use those topic ideas to generate strong article topics with our SEO team for your approval. Clients are generally more satisfied with content when they are involved. While our writers perform diligent research on any subject, your client is the industry expert and can serve as an active participant in their own success.
Setup for Content Marketing
Upon completing and submitting your content marketing onboarding, our administrator will submit an invite for you to join a communications channel via Slack that is personal to your company and the company in question. There you will receive a brief welcome message and a short, introductory video from our CEO to help you get started.
Our content marketing team will review your onboarding and generate a list of twenty (20) topics focused on your industry. A team member will request that you approve at least ten (10) of these topics. You may also submit your own topic requests at any time. If we do not receive a response after multiple attempts to make contact, we will choose topics for you.
You can expect to receive your first content for approval within twenty-four (24) hours. If you have not provided a website for posting or login credentials, we will request them from you again at this time.
Maintenance for Content Marketing
Each month, you can expect two additional content pieces via Slack based upon the topics previously approved during the initial setup. When the previously approved topic list nears depletion, we will reach out again with a fresh list of topics for you to consider. Remember, if we do not receive a prompt response, we will continue choosing topics for you. Blog topics selected in this fashion will be final. You may not reject and ask for new, additional content afterward.
Content Approval and Posting
The process remains as it was during startup. You will receive your two (2) content pieces each month for review at approximately the same time. Once you have approved the topics, we will post your content to your website along with one (1) licensed image.
The team member posting your content will also optimize the web page title, include a meta description, and include image tags. This improves your overall SEO rating and will help your audience find your content.
Revision requests are normal and expected with content submissions. If your client wishes to change key details, provide more information, or simply prefers to say something a different way, we are happy to alter the content to your tastes.
Upon reviewing your content, please collect all of your revisions and submit them via Slack to a team member all at once. This rule is enforced to help ensure effective project communication as well as satisfaction with your content. We will provide you with one (1) full rewrite in the event that your content fails to meet expectations. This applies only to mutually agreed-upon content.
Submitting Your Own Topics
You may submit topics of your own choosing at any time for consideration. We will do our best to accommodate your requests but may propose slight alterations to ensure the best results for your client based upon best SEO practices.
Billing & Subscription
Upon ordering your plan, you will receive your first bill for content marketing immediately.
You will be billed approximately at the same date each month following as long as your current subscription is active. If you did not receive content for a given month, please contact a team member in your company’s Slack channel immediately.
Canceling Your Subscription
If you are unsatisfied with your content marketing or no longer require it, you may cancel your content marketing subscription at any time.
To cancel your subscription:
Log in to your account.
Navigate to Settings. Then, click on Subscriptions at the bottom of the left-side column under Billing Preferences.
Under Other Subscriptions, you can use the dropdown to select the business that possesses the subscription you wish to cancel. On the right where it says Active, click on the three-dotted line to access a sub-menu. Then, click Deactivate.
Note - If you did not receive content you paid for prior to canceling, we must provide your content. Be sure to touch base with your project manager regarding this if you have concerns prior to canceling.
Upgrading/Downgrading Your Subscription
If you would like to upgrade your current content marketing plan to a higher or lower tier, use the instructions above to access your Subscriptions settings. Then, click Upgrade/Downgrade.
A menu will appear allowing you to compare plans. Your existing plan will say Active Plan. Click Add to Cart under the plan you wish to use and follow the checkout process from there. Note that the setup fee is waived as you only ever need to pay it once per client.